Varibrusova A. Formation of a national brand in the context of global competition

The thesis presents theoretical generalization and offers a new approach to the realization of a scientific task of defining modern factors, determinants and models of national brand formation, in order to gain global competitive advantages, which provided the author with the grounds to formulate a number of theoretical and practical conclusions. As a result of generalization of scientific approaches and concepts of formation and development of a national brand, the construct of the brand in the system of national imageology has been formulated and the author’s approach to clarification of the category «national brand» has been substantiated. The determinants that influence efficiency of the brand strategy have been distinguished. Modern approaches to the evaluation of country brands have been identified. A comparative analysis of the use of national brands in the global economy has been conducted and the role of modern brand strategies of the countries in enhancing national competitiveness at global markets has been characterized. The issues and peculiarities of formation of a positive image of Ukraine in the global economy have been identified.